VOICE AI AGENCY WORKSHOP

RECURRING ROYALE

Your License to Recurring Revenue

WEEK 1: SETUP

Feb 10, 2025

WEEK 2: SELL

Feb 17, 2025

WEEK 3: SCALE

Feb 24, 2025

Start Week 1 — Build Your Foundation

WEEK 1

SETUP

Feb 10

WEEK 2

SELL

Feb 17

WEEK 3

SCALE

Feb 24

🎯

THIS WEEK'S GOAL

Have a working demo agent that can answer calls, take info, and book appointments.

🚨 The Opportunity: Why Now?

It's 2 PM on a Tuesday. A homeowner has a burst pipe flooding their kitchen. They're panicking. Water everywhere. They pull out their phone, search for "emergency plumber near me" and start calling.

First plumber? Phone rings... rings... voicemail. They're under someone else's sink.

Second plumber? Same thing. Up on a roof. Missed the call.

Third plumber? Their AI receptionist answers immediately. Professional. Friendly. Takes the details. Books the appointment. Customer is relieved.

Guess who gets that $300-500 emergency job? 🎯

This happens thousands of times every day in every city. Plumbers, HVAC techs, electricians, dentists, med spas — all missing calls while they're working.

They're not bad at business. They're just busy doing their job. That's where you come in.

🛤️ Choose Your Path

Four ways to build your voice AI agency. Pick the one that matches your goals, skills, and budget.

Hire a Builder

Lowest Effort Path

Partner with a technical developer who builds the AI agents for you. You focus on sales.

ESTIMATED COST

$500-2,000/project + rev share

GoHighLevel + AI Employee

All-in-One Platform

Use GHL's built-in AI Employee. CRM + Voice AI in one platform with native integration.

ESTIMATED COST

$297-497/mo + usage

SaaS Platform

White-Label SaaS

Use platforms like Awaz.ai, Synthflow, or Air AI. White-label under your brand.

ESTIMATED COST

$29-450/mo + per-minute

Builder Path with Retell

Maximum Control

Build custom voice agents using Retell AI. Full control over prompts, tools, integrations.

ESTIMATED COST

$0.10-0.20/min + $2/mo phone

💰 Lost Revenue Calculator

See exactly how much money is walking out the door for your prospects...

Calls missed per day 5

Average job value $400

Working days per week 5

Monthly Lost Revenue

$40,000

If AI Captures 20%

$8,000

AI Service Cost

$397/mo

That's a 20x return on investment... $8,000 captured vs $397 cost

📋 Step-by-Step Setup Guide

Follow these steps to get your first agent live. Click each step to expand.

Create Your Retell Account

Go to retellai.com and click "Get Started"
Sign up with Google or email
Add a payment method (you get free credits to start)
Familiarize yourself with the dashboard

💡 Tip: Use a business email if you have one. Looks more professional when you invite clients later.

Create Your LLM

In Retell, go to LLM → Create LLM
Choose "Custom LLM" for maximum control
Paste in the system prompt from our template
Configure the functions (book_appointment, transfer_call, etc.)
Test in the playground before connecting to an agent

💡 Tip: The LLM is the "brain" of your agent. Spend time here getting the prompt right.

Create Your Agent

Go to Agents → Create Agent
Select your LLM from the dropdown
Choose a voice (we recommend "Maya" or "Nicole" for receptionists)
Set the welcome message: "Thank you for calling [Business], how can I help you today?"
Configure interruption sensitivity (medium works for most cases)

💡 Tip: Test different voices with your prospects. Some niches prefer different tones.

Get a Phone Number

Go to Phone Numbers → Buy Number
Search for a number in your target area (local numbers convert better)
Purchase the number (~$2/month)
Assign your agent to the phone number
Test by calling the number!

💡 Tip: Get numbers with easy-to-remember patterns if possible. Clients love them.

Set Up n8n Workflow

Create a free n8n.io account (or self-host)
Import our workflow template from the downloads
Configure the webhook URL in Retell
Connect to Google Sheets, Airtable, or your CRM
Test by making a call and checking if leads appear

💡 Tip: n8n is free and powerful. It connects your agent to literally anything.

Connect Cal.com for Booking

Create a Cal.com account (free tier works)
Create an event type (e.g., "Service Call - 30 min")
Get your API key from Settings → Developer
Add Cal.com as a function in your LLM
Test by asking your agent to book an appointment

💡 Tip: Cal.com syncs with Google Calendar, Outlook, and more. Clients love real-time availability.

🗣️ Tell 5 People This Week

Before you even finish building, start planting seeds. This week, tell 5 people about what you're working on.

Family members who know business owners
Friends who run their own business
Your dentist, doctor, or mechanic
Anyone you see this week in a service business

You're not selling yet. You're just sharing what you're building. Seeds planted now become clients later.

📅 90-Day Roadmap Overview

Days 1-7 (This Week)

Set up tools, build first agent, tell 5 people

Days 8-14

First outreach, 5 demo calls scheduled

Days 15-21

Close first 1-2 clients, refine pitch

Days 22-30

3-5 clients, first testimonial collected

Days 31-60

Scale to 8-10 clients, systematize onboarding

Days 61-90

15-20 clients, first JV partnership, hiring considerations

📥 Downloads

Everything you need to get started.

📦

Retell Voice Agent Skill

Complete prompt templates, n8n workflows, and setup guides.

📥 Download ZIP

🏢

Industry Templates

Ready-to-use prompts for dental, HVAC, med spa, restaurants, and more.

📥 Download MD

🔧

n8n Workflow Templates

Importable workflows for lead capture, CRM sync, SMS notifications.

📥 Download MD

📅

Cal.com Setup Guide

Step-by-step guide for automated appointment booking.

📥 Download MD

📝 Week 1 Homework

Complete these before Week 2 unlocks. Check them off as you go!

Create Retell AI account + add payment method Build your first agent using the template Buy a phone number + call your agent 5 times Set up n8n workflow for lead capture Connect Cal.com for appointment booking Tell 5 people about what you're building

💡 KEY TAKEAWAY

Your goal isn't perfection — it's a working demo you can show to real people. Build fast, iterate later. Done beats perfect.

🔒

Week 2 Unlocks Feb 17, 2025

Complete Week 1 homework first! This content unlocks automatically.

Days

Hours

Mins

Secs

🎯 Coming: Self-selling demo number, cold calling scripts, objection handling, first client sprint

🎯

THIS WEEK'S GOAL

Close 1-3 paying clients and collect your first testimonial.

YOUR SECRET WEAPON

🎯 Self-Selling Demo Number

This is YOUR unfair advantage. Give this number to ANY prospect. They call, experience a demo tailored to their business type, and see exactly what an AI receptionist can do.

+1 (609) 964-4439

Hand this out like candy. Text it to prospects. Put it on your business card. Let the AI do the selling for you.

Scan to call demo

📞 Cold Calling Scripts

Word-for-word scripts that work. Copy, customize, close.

The Research Approach

Disarms the "sales call" defense

"Hi, is this [Owner Name]? This is [Your Name] — I'm not selling anything today, I'm actually doing some research on how local [NICHE] businesses handle phone calls when they're busy or on a job.

Quick question: when you're under someone's sink or up on a roof and your phone rings... what happens to that call?"

💡 Why it works: "Not selling" + "research" = guard comes down. The question makes them think about the problem.

The Pain Question

One question that opens everything

"How do you handle calls when you're on a job?"

💡 That's it. This one question reveals their entire pain point. Then just listen. They'll tell you exactly why they need you.

The Visual Demo

Let them experience it firsthand

"Mind if I call you back in 30 seconds and show you something?"

[Hang up, then give them the demo number]

"Now call this number: +1 (609) 964-4439"

[They call and experience the AI receptionist]

"See how it answered? That could be answering YOUR calls."

💡 Why it works: Experiencing beats explaining. 30 seconds of demo sells better than 30 minutes of talking.

🧮 The Math That Sells Itself

Use this exact conversation with prospects:

YOU: "How many calls do you think you miss each day when you're working?"

THEM: "I don't know... maybe 5? 10?"

YOU: "Let's be conservative — 5. What's your average job worth?"

THEM: "Depends... emergency calls? Maybe $300-500."

YOU: "Okay, so 5 missed calls × $400 average = $2,000 lost per DAY. That's over $40,000 per month walking out the door."

THEM: *Eyes go wide*

YOU: "What if I could capture those calls — 24/7, never takes a break — for about $300/month? If it saves you even ONE job per month, it's paid for itself."

Game over. They're sold. 🎯

🚪 Door-Knock Strategy

Sometimes the best approach is the oldest one. Walk in, introduce yourself, leave an impression.

Bring a one-page leave-behind with the demo number
Ask for the owner, but be nice to everyone
"I help businesses like yours never miss a call again"
If they're busy: "Totally understand — here's my card and a number to call that shows you what I do"

📹 Watch: Check out Rowan's door-knock video for live examples of this approach in action.

📹 Loom Video Strategy

Personalized video gets 3x higher response rates than cold email alone.

Record your screen showing THEIR website/business
60-90 seconds max — respect their time
"Hey [Name], I was looking at [Business Name] and noticed..."
Show them calling your demo agent live in the video
End with clear CTA: "Reply to this email or call the number in the video"

🛡️ Objection Handling

Every objection is a question in disguise. Here's how to answer them:

"It's too expensive"

"If you're missing 5 calls a week at $500/job, that's $10K/month in lost revenue. This costs $397/month. Does that math work for you?"

"What if it doesn't work?"

"Fair concern. Let's do a 2-week trial. If it doesn't book you at least one appointment, I'll refund you completely. Sound fair?"

"I need to think about it"

"Of course. What specifically are you unsure about? Is it the cost, the timing, or the technology itself?"

"I've tried something like this"

"What did you try and what didn't work? I'd love to understand so I can show you how we're different."

🏃 First Client Sprint (Days 8-21)

Your focused 2-week push to land your first paying clients.

Days 8-10

Send 50 personalized outreach messages (email + LinkedIn)

Days 11-12

Follow up on all messages, book 5+ demo calls

Days 13-16

Run demo calls, send proposals, handle objections

Days 17-21

Close 1-3 clients, onboard them, collect testimonial

📅 Follow-Up Cadence

The fortune is in the follow-up. Here's the exact schedule:

Day 1: Initial outreach (email/call/video)

Day 3: First follow-up ("Did you get a chance to call the demo?")

Week 1: Value-add follow-up (share a case study or stat)

Week 2: Check-in ("Still interested in solving the missed call problem?")

Week 4: Break-up email ("Looks like timing isn't right — reach out when ready")

📝 Week 2 Homework

Complete these before Week 3. This is where the money happens!

Send 50 outreach messages (email, LinkedIn, or door-knock) Book at least 5 demo calls Close 1-3 paying clients Collect your first testimonial Practice objection handling (role-play with a friend)

💡 KEY TAKEAWAY

Activity beats perfection. 50 mediocre outreach messages will get more clients than 5 perfect ones. Volume creates luck. Send the messages.

🔒

Week 3 Unlocks Feb 24, 2025

Complete Weeks 1 & 2 first! Scaling comes after you've proven the model.

Days

Hours

Mins

Secs

🎯 Coming: JV partnerships, franchise play, upsell stack, team building, scaling to $25K+ MRR

🎯

THIS WEEK'S GOAL

Land your first JV partner or referral deal. Start building leverage.

🤝 JV Partnership Strategy

Why sell one-to-one when you can partner with people who already have your clients?

📊

Marketing/PPC Agencies

They drive leads but can't answer phones. Perfect fit. Offer 20-30% rev share.

📈

Accountants/Bookkeepers

They know which clients are losing money on missed calls. Trusted advisors.

🎯

Business Coaches

They're always looking for tools to help their clients. Easy referral source.

💻

Web Designers

They build websites but can't handle leads. Natural upsell for their clients.

How to Approach JV Partners:

"I have a service that's a perfect add-on for your clients"
"You introduce me, I do all the work, you get 20-30% forever"
"No extra work for you — just warm introductions"
Offer to white-label if they want it under their brand

🏢 The Franchise Play

One deal = 50-300 locations. This is how you scale fast.

Why Franchises?

Centralized decision-making (one "yes" = many locations)
Standardized operations (your solution works everywhere)
Budget for technology improvements
Usually struggling with phone coverage across locations

How to Find Franchise Opportunities:

Search "[industry] franchise directory"
Look for multi-location businesses in your area
Check Franchise Disclosure Documents (FDDs) for contact info
Attend franchise trade shows and conferences

The Case Study Approach:

Start with ONE location as a pilot. Document everything. Show results. Then approach corporate: "We ran a pilot with your [City] location. Here are the results. Ready to roll out to all locations?"

🎁 Referral Program Setup

Your happy clients know other business owners. Make it easy for them to refer.

Option 1: Cash Referral

$100-200 for every referral that signs up

Option 2: Service Credit

One month free for every referral (they stay longer)

Option 3: Revenue Share

10% of referred client's payment forever (creates ongoing income for them)

💰 The Upsell Stack

Turn a $50/month client into a $100/month client with easy add-ons.

Base AI Receptionist $50/mo

+ WhatsApp Reminders +$15/mo

+ Review Automation +$10/mo

+ Missed Call Text-Back +$10/mo

+ Basic CRM +$15/mo

Client Value with Full Stack

$100/month

That's 2x revenue per client with add-ons they actually want.

📈 Performance-Based Pricing (Advanced)

For bigger clients who want to see results before committing.

The Offer:

"Pay $X per booked appointment instead of a flat monthly fee. If we book 0 appointments, you pay $0. If we book 20, you pay for 20."

Typical rate: $15-50 per booked appointment depending on industry and ticket size.

⚠️ Only use this with clients you trust and can track accurately. Flat monthly is simpler.

👥 Building Your Team

When to hire and who to hire first.

When to Hire:

When you're turning down work because you're at capacity
When you have 15-20+ clients and onboarding is a bottleneck
When you have 3+ months of runway in the bank

First Hire Priority:

VA for Client Support — Handle tickets, small requests, monitoring ($5-15/hr)
Sales Setter — Book calls for you, do initial outreach (commission-based)
Technical Builder — Build agents while you focus on sales ($20-50/hr)

📊 Success Timeline

What realistic growth looks like if you stay consistent.

Month 3

8-10 clients • Breaking even • Systems in place

Month 6

20-25 clients • Profitable • First VA hired

Month 12

40-50 clients • $15-25K MRR • Real income

❌ 5 Common Mistakes to Avoid

1. Chasing Shiny Objects

Pick ONE path. Stick with it for 90 days. No switching platforms mid-stream.

2. Underpricing

$50/month doesn't cover your time. Start at $297+ minimum. Value yourself.

3. Not Following Up

80% of sales happen after the 5th contact. Most people quit after 2.

4. Over-Engineering

Your first agents don't need 50 features. Simple wins. Add complexity later.

5. Ignoring Testimonials

Every happy client = a case study. Collect videos, quotes, screenshots. Use them.

🎯 Pick ONE and Commit

For the next 90 days, you're building a voice AI agency. No side projects. No new ideas. No shiny objects. This is your focus. If you commit fully for 90 days and it doesn't work, try something else. But give it the full 90 days first.

📊 Key Metrics to Track

📤

Outreach Sent

Goal: 50+/week

📞

Demo Calls

Goal: 5+/week

✅

Close Rate

Goal: 20-40%

💰

MRR

Track weekly

📝 Week 3 Homework

The final push. Build the foundation for long-term growth.

Identify 5 potential JV partners Reach out to at least 3 JV partners Create your referral program offer Add at least one upsell to your offering Land your first JV partner or referral deal

💡 KEY TAKEAWAY

The best agencies aren't the ones with the best tech — they're the ones with the best distribution. Partnerships and referrals compound. Start building them now.

RECURRING ROYALE

RECURRING ROYALE

🔧 Build Your Foundation

THIS WEEK'S GOAL

🚨 The Opportunity: Why Now?

🛤️ Choose Your Path

Hire a Builder

GoHighLevel + AI Employee

SaaS Platform

Builder Path with Retell

💰 Lost Revenue Calculator

📋 Step-by-Step Setup Guide

🗣️ Tell 5 People This Week

📅 90-Day Roadmap Overview

📥 Downloads

Retell Voice Agent Skill

Industry Templates

n8n Workflow Templates

Cal.com Setup Guide

📝 Week 1 Homework

💡 KEY TAKEAWAY

Week 2 Unlocks Feb 17, 2025

📞 Get Your First Customers

📞 Get Your First Customers

THIS WEEK'S GOAL

🎯 Self-Selling Demo Number

📞 Cold Calling Scripts

The Research Approach

The Pain Question

The Visual Demo

🧮 The Math That Sells Itself

🚪 Door-Knock Strategy

📹 Loom Video Strategy

🛡️ Objection Handling

🏃 First Client Sprint (Days 8-21)

📅 Follow-Up Cadence

📝 Week 2 Homework

💡 KEY TAKEAWAY

Week 3 Unlocks Feb 24, 2025

🚀 Multiply Your Revenue

🚀 Multiply Your Revenue

THIS WEEK'S GOAL

🤝 JV Partnership Strategy

Marketing/PPC Agencies

Accountants/Bookkeepers

Business Coaches

Web Designers

How to Approach JV Partners:

🏢 The Franchise Play

Why Franchises?

How to Find Franchise Opportunities:

The Case Study Approach:

🎁 Referral Program Setup

💰 The Upsell Stack

📈 Performance-Based Pricing (Advanced)

👥 Building Your Team

When to Hire:

First Hire Priority:

📊 Success Timeline

❌ 5 Common Mistakes to Avoid

🎯 Pick ONE and Commit

📊 Key Metrics to Track

📝 Week 3 Homework

💡 KEY TAKEAWAY